Mobile Advertising is the fastest growing sector of the advertising industry, in 2015 it generated 30% of total digital advertising income, which hit a new record of $27.5 billion. It has three distribution channels – mobile apps, mobile web and messaging.

Mobile video ads are being touted as the new holy grail among advertisers, growing three times faster than desktop ads. Projected to reach $2.6bn in the US this year and representing a third of total digital video ad spend, demand is high.

One of the reasons why we pulled the trigger on getting our site up on a new mobile-optimized theme wasn’t just all the noise that Google and professionals were making in the SEO space. We were seeing it for ourselves in the observations of our clients’ sites.

The mobile marketing industry continues to change a great rate, with evolving ad formats, media types, and customer behaviours. The ways in which mobile advertising is purchased is also changing radically.

YouTube CEO Susan Wojcicki has spent the past few months telling everyone that the world’s biggest video site is all about mobile, mobile, mobile. So here’s one way to underscore it: A revamped mobile app and mobile site. Android and iOS users can get the update now.

I guess it’s now official – mobile is massive and growing with no end in sight.

I really enjoyed this article from the Next Web who break this down in a really concise post. Some key takeaways from this are:

1) Ad spend is rocketing on mobile. This is a worldwide trend – some countries are more advanced than others, but catch up is happening quickly

2) People are spending more and more time on mobile devices – up to 60% more! This will have major impact on how brands plan their future strategies and touch points

3) Retail needs to catch up quickly. Things like iBeacons and mobile POS are making retail stores more nimble and quicker to promote their wares via mobile. In addition mobile coupons are receiving more and more redemptions.

4) Social networks are seeing a huge portion of their users logging in via mobile – up to 76% on Twitter. Facebook also reached a billion mobile users last month.

5) Apps are becoming more and more essential to leverage sticky engagement

The opportunities are becoming endless. Brands who are not on mobile are going to get left behind and quickly!

This is what 2 of Googles top execs have said – in separate interviews. clearly a company wide mantra that is forming. Now let me be clear here – Google aren’t exactly saying mobile as we know it is dead and that no one is using mobile anymore. What they are saying (quite correctly) is that the idea of chasing customers from a mobile and mobile first perspective is over. This means that instead of creating customer experiences from a mobile perspective, it should be from a “reach” or “device agnostic” perspective. Let me explain. The basic premise behind this theory is that people now operate on multiple devices throughout their day – with more to be added.

For example, a person will work on a laptop, run to a meeting and use their tablet, check a message on their phone and then look at some info on their (soon to be coming) smartwatch and then watch a show on their smart TV!! The opportunities to touch people across a multitude of screens now becomes huge! So Google are saying think bigger, think multiscreen and reach, not just mobile.

This is an interesting philosophy that is sure to drive Google’s advertising strategy going forward. Dont be surprised if a new category on the Google GDN becomes “Target Smartwatches in xx area) or that one will be able to inject search onto a Smart TV.

Of course the key to all of this is a singular OS ecosystem and Google have that – Android. That will be the link that connects all of these devices. Couple that with their arsenal of data on their users and you have a magical holy grail of advertising!